Purchase Frequency Calculator
The lever most brands leave alone.
Purchase frequency
2.61
one order every 140 days
Purchase frequency is the lever most brands neglect, because it looks like a customer behaviour rather than a business decision. Replenishment reminders, subscription options and post-purchase sequences all move it directly.
How the Purchase Frequency Calculator works
Purchase frequency looks like a customer behaviour and is actually a business decision. Replenishment reminders, subscription options and post-purchase sequences all move it directly — and unlike acquisition, none of them cost anything per order.
Not financial advice. Marketplace fees change, and they vary by country, plan and seller status. Every rate here is an editable default, not a quoted price — check the platform's current fee schedule before you price a product against it. This is not tax or business advice.
Frequently asked questions
How is purchase frequency calculated?
Total orders divided by unique customers over a period. Dividing the period by that figure gives the average days between orders, which is the more actionable number.
How do I use days between orders?
Time your replenishment emails to just before it. Reminding someone a week after they ran out is far less effective than reminding them the week they are about to.
Does frequency or order value matter more?
Frequency, usually, because it compounds with retention. A customer who orders four times a year for three years is worth far more than one who orders twice at double the value.
How do subscriptions change it?
They convert an uncertain frequency into a fixed one and remove the decision entirely. That is why subscription businesses value a subscriber several times higher than an equivalent one-off buyer.